Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Characteristics of Live Commerce on Consumer Attachment Formation and Behavior Intention - A Socio-technical Systems Perspective -

라이브 커머스의 특성이 소비자의 애착 형성과 행동 의도에 미치는 영향 - 사회-기술 시스템론적 관점을 중심으로 -

  • Cha, Yerin (Dept. of Fashion Industry, Ewha Womans University) ;
  • Kim, Hyejeong (Dept. of Fashion Industry, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • 차예린 (이화여자대학교 의류산업학과) ;
  • 김혜정 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2022.06.14
  • Accepted : 2022.06.30
  • Published : 2022.06.30
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Abstract

This study examined the impact of the social features (identification, interaction, information value) and technical features (visibility affordance, metavoicing affordance, social connecting affordance) in live commerce on consumers' attachment, which in turn affects consumers' continued intent to watch live commerce and intent to purchase from the platform. Consumers' attachment was represented by emotional attachment to the live shopping streamer and functional dependence on live commerce. Furthermore, this study investigated the effect of attachment on continuous watching intention and purchase intention. Using a web-based survey and consumers in their 20s and 30s (average age: 30.32) as a sample, this study collected 274 usable responses. The results showed that among the live commerce social system constructs, identification and interaction positively affected emotional attachment to the live commerce streamer. Among the live commerce technical system constructs, visibility affordance and social connecting affordance positively influenced functional dependence on live commerce. Both emotional attachment to the live streamer and functional dependence on live commerce were positively related to a continued intent to watch, which influenced the intent to purchase. This study empirically investigated live commerce based on the socio-technical systems framework and confirmed that both social and technical factors have a significant effect on consumers. This study also identified the impact of live commerce on consumers' attitudes through attachment theory. In addition, it has proved the antecedents and effect of continuous watching of live commerce on purchase behavior by focusing on continuous watching intention where less attention was paid in live commerce research.

Keywords

References

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